❋
Building THE STRONGEST Regional BRAND Plan
Regional brand strategy
〰️
team leadership
〰️
business case development
〰️
executive presentation
Regional brand strategy 〰️ team leadership 〰️ business case development 〰️ executive presentation
SCENARIO: Red Bull was winning share in the GTA while losing it everywhere else in Ontario, in a category that had absorbed more than 20 new energy-drink entrants in three years — where average regional awareness growth runs just +1–2% in a strong year.
TASK:Build a regional business plan that could move the number meaningfully, not just run the GTA playbook everywhere else.
APPROACH
Finding the Playgrounds a Copy-Paste Plan Would Miss
Rather than defaulting to safe, expected partnerships, the plan was built around specific cultural and demographic opportunities the region hadn't fully claimed — Caribana Carnival and Pride Toronto for major cultural moments, a new GT20 Cricket Tournament partnership recognizing Ontario's growing new-Canadian population, Ontario University Athletics for fitness credibility, and the Ottawa Senators for growth outside the GTA. Alongside this, built the business case to expand priority-market coverage from 2 to 5, splitting Toronto into east and west and adding dedicated teams in London, Kitchener-Waterloo, and Hamilton.
RESULTS
〰️
RESULTS 〰️
OUTCOME
The Strongest Plan Red Bull Canada Had Seen in Years
Regional brand awareness grew 8 points — well above the category norm — across 195 activations (+45% year over year), reaching 2 million consumers and increasing audience reach by roughly 40%. Direct manager Brittany Schmidt called it "by far the strongest BP presented for BP25, and one of the strongest I've seen over the years."
Quisque iaculis facilisis lacinia. Mauris euismod pellentesque tellus sit amet mollis.